Better customer insight, in real time
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| Tag | 1 | 2 | Valor |
|---|---|---|---|
| LDR | 00000cab a2200000 4500 | ||
| 001 | MAP20120038295 | ||
| 003 | MAP | ||
| 005 | 20121009095134.0 | ||
| 008 | 120903e20120901esp|||p |0|||b|spa d | ||
| 040 | $aMAP$bspa$dMAP | ||
| 084 | $a92 | ||
| 100 | $0MAPA20120021662$aMacdonald, Emma K. | ||
| 245 | 1 | 0 | $aBetter customer insight, in real time$cEmma K. Macdonald, Hugh N. Wilson, and Umut Konus |
| 520 | $aFew marketing challenges are tougher than identifying and influencing what drives customers' attitudes and behavior. Traditionally, executives have relied on a combination of quantitative data from surveys (such as those that track customer satisfaction and brand image) and qualitative insights from focus groups and interviews. Unfortunately, both kinds of research suffer from a fundamental flaw: they rely on customers' memories, which decay rapidly. Consumers frequently recall a company's communications inaccurately; it's not uncommon for people to claim they've seen a company's TV ad at a time when the firm was not advertising. | ||
| 650 | 1 | $0MAPA20080551636$aMarketing | |
| 650 | 1 | $0MAPA20080556020$aPublicidad | |
| 650 | 1 | $0MAPA20080650193$aInformación al cliente | |
| 650 | 1 | $0MAPA20080560829$aTiempo real | |
| 650 | 1 | $0MAPA20080624019$aComportamiento del consumidor | |
| 700 | 1 | $0MAPA20120021648$aWilson, Hugh N. | |
| 700 | 1 | $0MAPA20120021655$aKonus, Umut | |
| 773 | 0 | $wMAP20077100345$tHarvard business review$dBoston : Impact Media Comercial S.A., 1988-$g03/09/2012 Tomo 90 Número 9 - septiembre 2012 , p. 102-108 |